Experience

Paramount Hotels & Resorts

Brand Creation

In 2012, the Paramount Hotels & Resorts brand was originated as a lifestyle and hospitality extension of the world-famous Paramount Pictures. The challenge was how to effectively translate a brand famous for film into a differentiated and inspiring hospitality offering – a business territory where the brand had no previous credentials.

Luxury Branding was appointed to define the brand strategy, develop a communications platform and a bespoke brand identity that conveyed the Californian cool lifestyle, imagination and glamour synonymous with the Hollywood studio into a refreshing guest experience.

Leveraging the essence of Paramount and responding to the new creative spirits of discerning luxury travellers, we positioned Paramount Hotels & Resorts as a brand that celebrates the power of creativity in all its forms – entertainment, design, service, cuisine, wellness and technology.

We drew on the same creative process honed over Paramount’s 100-year history to set a rare standard in luxury hospitality – each property launch will be conceived as a major release and will be crafted by a team of uniquely creative people working together in a uniquely creative process.

Marrying two very different approaches to the process of image capture, we directed a hybrid motion/still shoot to produce both a film and portfolio of stunning photographic images.

We conceived a new identity and activated it across a suite of marketing collateral, as well as designing and producing a concept brochure and website defining the brand.